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Designing and Managing Integrated Marketing Communications

• What is the role of marketing communications? • What are the major steps in developing effective communications? • What is the communications mix, and how should it be set? • What is an integrated marketing communications program?

Designing and Managing Integrated Marketing Communications

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell

games. sweepstakes • Premiums • Sampling • Trade shows/exhibits • Coupons • Rebates • Entertainment • Continuity programs .Communication Platforms Advertising • Print/broadcast ads • Packaging inserts • Motion pictures • Brochures/booklets • Posters • Billboards • POP displays • Logos Sales Promotion • Contests.

until they cancel.Communication Platforms • A continuity program is a company’s sales offer where a buyer/consumer is agreeing to receive merchandise or services automatically at regular intervals (often monthly). without advance notice. book clubs . • Ex: wine clubs.

Communication Platforms Events/Experiences • Sports • Entertainment • Festivals • Arts • Causes • Factory tours • Company museums • Street activities Public Relations • Press kits • Speeches • Seminars • Annual reports • Charitable donations • Publications • Community relations • Lobbying .

a one-page fact sheet. relationship-building initiative. And you probably want to create design which is easily read and easily transferable so the kit elements can be posted and made available for easy downloading from the client's Web site. Design look should be consistent with look. feel. Other elements might include drawings. organization. renderings or photos. a copy of the most recent media release. colors of your client company. issue-oriented event. Again details driven by purpose: new product launch. relevant bio or background information about the company. and a business card from the point of contact. individual or cause.What makes up a Press Kit? • Common elements include: a pocket folder. nonprofit or association. . summary or timeline.

Communication Platforms Personal Selling • Sales presentations • Sales meetings • Incentive programs • Samples • Fairs and trade shows Direct Marketing • Catalogs • Mailings • Telemarketing • Electronic shopping • TV shopping • Fax mail • E-mail • Voice mail .

Steps in Developing Effective Communications • • • • • • • Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC .

Communications Objectives • Category need (a new category product requiring education of consumers) • Brand awareness • Brand attitude (will tell what people think about a product or service. whether the product answers a consumer need) • Purchase intention .

Design the Communications • Creative strategy – Informational appeal – Transformational appeal • Message strategy • Message source .

Examples in advertising are problemsolution ads (Excedrin stops headache pain quickly). product comparison ads (Verizon offers better on-line Internet access Comcast) and testimonials from unknown or celebrity endorses (NBA phenomenon LeBron James pitching Coca-Cola and Nike). . Informational appeals assume very rational processing of the communication on the part of the consumer. Logic and reason rule.Communication Designs • An informational appeal elaborates on product or service attributes or benefits. product demonstration ads (Thompson Water Seal can withstand intense rain. snow. and heat).

Communications Designs • A transformational appeal elaborates on a nonproduct-related benefit or image. youthful surfers and skaters) or what kind of experience results from the brand (Disneyland is touted as the happiest place on earth). . It might depict what kind of person uses a brand (Ron Jon advertises to active. • Transformational appeals often attempt to stir up emotions that will motivate purchase.

Your message strategy consists of a positioning statement and three support points.What is a message strategy? • The message strategy is like a foundation for all your marketing. (For example. why the target market should care about your product. They address key target market problems by stating a benefit. It needs to be strong or your marketing efforts will fall apart. service or company.) .

• Supporting points provide a structure for product demonstrations. . you need to bolster it with three supporting claims. the claims made in the supporting statements should be readily demonstrable. While the positioning statement articulates a high-level. that is. you should be able to show how the product delivers concrete benefits. • Your positioning statement becomes the central idea or theme for all your marketing activities. abstract benefit. • Once you've developed a positioning statement. in just a few steps.What is a message strategy continued….

similarity. likeability and favorability are embedded. trustworthiness. The message source should be selected with due concern to communicate the intended advertising message. The message source is based on different source attributes such as credibility and attractiveness within which aspects of knowledgeability. .What is Message Sourcing? • Message source is one critical constituent that determines the success of advertising.

Stimulating Personal Communications Channels • Identify influentials (targeting influencers is seen as a means of amplifying marketing messages) • • • • Create opinion leaders Use influentials in communications Develop ads with high “conversation value” Use viral marketing (the use of pre-existing social networks and other technologies to produce increases in brand awareness) .

) • Integration of communication channels (Online and Offline marketing) .Select Communication Channels • Personal communication channels (For example. phone. emails) • Nonpersonal communication channels (For example. a TV commercial broadcast on a prime time show may be seen by millions of households at a given time. face to face.

Nonpersonal Communication Channels • • • • Media Sales promotion Events and experiences Public relations .

Establish the Budget • • • • Affordable Percentage-of-sales Competitive parity Objective-and-task .

What is Percentage-of-Sales? • Advertising expense budgeting method based on allocating a fixed percentage (say 5 percent) of the anticipated sales revenue to advertising. .

Also called defensive budgeting. .What is Competitive Parity? • A term used to describe a method of allocating a budget for promotional activities that depends on what competitors are spending for similar activities.

What is Objective and Task? • Refers to an advertising expense budgeting method based on the (1) results to be achieved. (2) strategies and tactics required to achieve those results. and (3) costs associated with those strategies and tactics. .

Characteristics of Communications Public Relations and Publicity • High credibility • Ability to catch buyers off-guard • Dramatization Events and Experiences • Relevant • Involving • Implicit .

Factors in Setting Communications Mix • • • • Type of product market Consumer readiness to make a purchase Stage in the product life cycle Market rank .

Consumer markets tend to spend comparatively more on sales promotion and advertising.Type of product market • Communications mix allocations vary between consumer and business markets. . business marketers tend to spend comparatively more on personal selling.

Buyer Readiness Stage There are 5 stages in the buyer’s readiness: • • • • • Awareness Comprehension Conviction Order Reorder .